Strategic Partnership: Red Bull Media House advises Formula E in the DACH region

The Brand Studio Sports from Red Bull Media House is the only Austrian marketer offering consulting solutions in the sports business for sports brands, clubs, and associations. Together with its clients, the new unit of Red Bull Media House develops brand positioning, communication strategies, as well as the strategic direction of brands, content, and channels.

The goal of the partnership with Formula E in the areas of media rights consulting, content production, and project management is to sustainably increase the brand awareness of the racing series in the core markets of Germany, Austria, and Switzerland.

During the Formula E tests in Madrid, the Brand Studio Sports produced - in addition to a world champion portrait of Pascal Wehrlein - three features with German-speaking drivers, as well as two team portraits. Throughout the 16 races in the upcoming Formula E season, the production team will accompany the racing series at all venues and produce a unified TV feed for all license partners in the DACH region. Additionally, the Brand Studio Sports will create exclusive, story-driven highlights from a German, Austrian, and Swiss perspective for each race.


„We are excited to drive the growth of Formula E in the DACH region together with Red Bull Media House. The DACH region is a key market for the growth of our championship, and this strategic partnership with Red Bull Media House is a significant step in our strategy to make our races more accessible to fans across multiple platforms. With cutting-edge content and innovative storytelling, we are bringing the excitement of Formula E closer to our German-speaking audience.“, states Aarti Dabas, Chief Media Officer of Formula E.


„We are very pleased with the trust that Formula E has placed in our new area and the associated shared vision.", David Morgenbesser, CCO Media Brands, Red Bull Media House.

On top of that, ServusTV, Austria's largest private broadcaster, announced that it will broadcast all 16 races of the upcoming Formula E season live on Austrian free TV and on its streaming platform ServusTV On.